Bhoomi 2021

MYn App | Music IP Campaign

Bhoomi 2021 was positioned as more than a music release. It was conceived as a cultural IP that brought together diverse artists, sounds, and stories under one platform.

The challenge was to launch and sustain buzz around a multi-artist, multi-track music property while establishing MYn as a credible destination for original and creator-led content.

The Thought

The communication focused on celebrating collaboration and cultural expression rather than individual tracks alone.

The idea was to build Bhoomi as a movement, not just a music series, and use content to create anticipation, discovery, and sustained engagement across audiences.

The Campaign

The campaign rolled out across digital and outdoor touchpoints, creating strong visibility and conversation around Bhoomi 2021.

Promos, launch films, and content pieces were designed to highlight the scale of the collaboration, the diversity of artists, and the ethos of the project. Each asset contributed to building momentum and reinforcing Bhoomi as a recurring cultural property associated with MYn.